Flight of fancy: Why this unique design trend is taking off

Setting up retail stores or restaurants in unusual places is a neat way to differentiate: even if the product isn’t special, the novelty of browsing, buying or dining in an unconventional space has appeal.  Themed experiential restaurants typically don’t need unconventional buildings; instead they use creative design inside and outside conventional ones: Rainforest Café, Amazon Café, Cheesecake Factory, Cabbages and Condoms and hundreds of other concepts. For those who prefer a differ

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